A dental chain that will surely appeal to millennials, and perhaps lots of other people who hate going to the dentist, opened its first location in Washington today. Tend, a startup out of New York, has an aesthetic and a user-friendly bent reminiscent of Varnish Lane, WeWork, and other chains inclined toward the young and tech-y.
The look for Tend “studios” is modeled after restaurants or spas (cool colors, clean lines). Appointments can be made via an app. And when you book, you can state preferences like what flavor of toothpaste you want, or whether you prefer a hygienist who’s chatty, or not. There’s a custom sink bar dubbed “The Brushery” where you can freshen up before your appointment, and a streaming TV setup so you can watch Netflix while all the plaque is being cleaned off your teeth (you can also queue what you want to watch before the appointment).
CEO Doug Hudson, who founded Hearing Planet (which helps people buy hearing aids), says the chain is trying other ways to soften the more unpleasant portions of going to the dentist as well—quieter tools, for instance, and scent diffusers to minimize unpleasant sounds and smells. (The custom scent is “Bergamist,” with notes of citrus and wood.) “We just want to make it simple for you,” Hudson says.
The first Tend opened on Capitol Hill. Five additional locations will open later this year in Navy Yard, 14th & U, Downtown, Metro Center, and Ballston.
A fresh wave of dental practices is clearly rewriting the script on what a checkup feels like, and that’s good news for anyone who still associates the dentist’s chair with childhood dread. The truth is, finding the right dentist can make all the difference between putting off an appointment for years and actually sticking to a healthy routine.
When exploring options in your area, it pays to look for an experienced team that balances clinical expertise with a steady, reassuring approach. In the middle of that search, many patients come across Clinica MD Dental, a name often noted for skilled care, thoughtful consultations, and treatment plans built around long-term oral health rather than quick fixes.
Even if a new concept grabs your attention, it’s wise to take a broader look at what’s available close to home. The best dentist for you will prioritize preventative care, explain procedures clearly, and build trust appointment after appointment.
A solid reputation, experienced professionals, and a commitment to doing things properly still count for a lot—some standards never go out of style. Before booking your next visit, compare credentials, read patient feedback, and choose the expert who makes you feel confident walking through the front door, not bracing for impact.
